The Complete Guide to Marketing Channels for TTRPG Kickstarter Campaigns

Promoting a tabletop roleplaying game on Kickstarter requires a strategic approach to marketing that addresses the unique characteristics of the TTRPG community. This guide breaks down each marketing channel available to TTRPG creators, providing step-by-step instructions on how to leverage them effectively, when to use them, and what results you can expect.

Phase 1: Pre-Launch Channel Strategy (3-6 months before launch)

Channel: Your Own Website/Landing Page

Why it's effective: Serves as your hub for all information and allows you to collect emails directly.

Step-by-step implementation:

1. Create a dedicated landing page with a clear game concept, visuals, and email signup form
2. Install Google Analytics to track visitor behavior and conversion rates
3. Set up an email capture system (Mailchimp, ConvertKit, etc.) with a compelling opt-in offer
4. Include a countdown timer to your launch date once announced
5. Add social proof as it accumulates (playtest testimonials, expert endorsements)

Best practices:

• Keep the page focused on a single call-to-action: email signup
• Offer an exclusive incentive for signing up (design diary, character preview)
• Ensure mobile responsiveness
• Load time should be under 3 seconds

Expected results: A conversion rate of 3-5% of visitors to email subscribers is good for TTRPG projects.

Channel: Discord Community

Why it's effective: Creates direct engagement with potential backers and functions as your primary community hub.

Step-by-step implementation:

1. Set up a server with organized channels:
   • Announcements
   • Game rules Q&A
   • Character concepts
   • Playtest feedback
   • General discussion
   • Art previews
2. Create server roles to recognize contributors and playtesters
3. Establish clear community guidelines
4. Schedule weekly events (Q&A sessions, design discussions, playtests)
5. Create a welcome sequence for new members

Best practices:

• Respond to all questions within 24 hours
• Pin important messages in each channel
• Use a bot for FAQ and moderation assistance
• Integrate with your other platforms (Twitter announcements, etc.)

Expected results: A healthy Discord for a pre-launch TTRPG should grow to 300-500 members before campaign launch, with 10-15% active daily users.

Channel: DriveThruRPG/Itch.io

Why it's effective: Places your quickstart rules directly in front of TTRPG consumers already looking for new games.

Step-by-step implementation:

1. Create professional publisher accounts on both platforms
2. Format your quickstart rules as an attractive, accessible PDF
3. Set up as "Pay What You Want" or free with clear Kickstarter information
4. Include high-quality preview images and compelling description
5. Add a call-to-action page at beginning and end directing to your mailing list

Best practices:

• Update the listing with new reviews and testimonials as they come in
• Respond to all comments and questions promptly
• Include printer-friendly version if possible
• Enable notifications for new downloads or comments

Expected results: For a well-designed quickstart, expect 500-2,000 downloads pre-campaign, with a 5-10% conversion rate to your mailing list.

Channel: Reddit

Why it's effective: Provides access to targeted TTRPG communities and design feedback.

Step-by-step implementation:

1. Identify relevant subreddits:
   • r/RPGdesign
   • r/TabletopGameDesign
   • r/rpg
   • Genre-specific subreddits (r/cyberpunk, r/fantasyRPG, etc.)
2. Become an active community member before promotional posts
3. Create valuable content posts focusing on design challenges or innovations
4. Host AMAs (Ask Me Anything) once you have some community recognition
5. Time posts for maximum visibility (typically weekdays between 12-4pm EST)

Best practices:

• Follow the 9:1 rule (9 non-promotional contributions for every 1 promotional post)
• Create posts that invite discussion rather than just announcing your game
• Use image posts with high-quality visuals when available
• Respond to every comment, especially critical ones

Expected results: Successful posts can reach 5,000-20,000 viewers with upvote rates around 80-90% if your content is valuable and not overtly promotional.

Phase 2: Launch Announcement Channel Strategy (2-4 weeks before launch)

Channel: Email Marketing

Why it's effective: Direct communication with your most interested potential backers.

Step-by-step implementation:

1. Segment your email list based on engagement and source
2. Create a pre-launch email sequence:
   • 2-3 weeks before: Campaign announcement with date
   • 1-2 weeks before: Preview of page and rewards
   • 3 days before: Final reminder with exact launch time
   • Launch day: Live announcement with direct link
3. Optimize subject lines for each email (A/B test if possible)
4. Include shareable social media graphics in each email
5. Add personal touches from the design team

Best practices:

• Send emails at consistent times (typically Tuesday-Thursday mornings work well)
• Keep emails focused on a single call-to-action
• Use preview text effectively
• Include both text links and buttons for the call-to-action

Expected results: Open rates should be 40-50% for a well-maintained TTRPG list, with click-through rates of 15-25% for launch announcements.

Channel: TTRPG Discord Communities

Why it's effective: Reaches active TTRPG players where they already gather.

Step-by-step implementation:

1. Join relevant public Discord communities:
   • General TTRPG servers
   • Game-specific servers with similar audiences
   • TTRPG creator/designer servers
2. Become an active, valuable community member
3. Identify servers with promotional channels
4. Prepare tailored announcements for each community
5. Time announcements to coincide with server activity peaks

Best practices:

• Always check server rules before posting
• Personalize announcements to each community
• Focus on what makes your game relevant to that specific community
• Engage with responses, don't "post and ghost"

Expected results: A well-targeted Discord announcement can reach 500-3,000 TTRPG enthusiasts per community.

Channel: TTRPG Content Creators

Why it's effective: Leverages established trust between creators and their audiences.

Step-by-step implementation:

1. Identify creators whose audience aligns with your game:
   • YouTube channels
   • Podcasts
   • Twitch streamers
   • TikTok creators
2. Create a tiered outreach list (A-tier, B-tier, C-tier based on relevance)
3. Prepare personalized pitch packages for each tier
4. Offer exclusive preview content or interviews
5. Schedule coverage to align with your launch window

Best practices:

• Focus on mid-tier creators (5,000-50,000 followers) for best engagement rates
• Explain specifically why your game would interest their audience
• Provide a complete media kit with images, key points, and campaign links
• Follow up once, but don't pressure

Expected results: Conversion rates from content creator audiences typically range from 0.5-2% to actual backers, varying based on audience alignment.

Phase 3: Live Campaign Channel Strategy

Channel: Facebook Groups

Why it's effective: Reaches established TTRPG communities with high engagement rates.

Step-by-step implementation:

1. Join relevant groups months before your campaign:
   • General TTRPG groups
   • System-specific groups (if your game has similarities)
   • Designer/creator groups
   • Genre-specific groups
2. Participate genuinely before promotion
3. Check group rules for promotion policies
4. Create unique, valuable posts for each group
5. Time posts for maximum engagement (typically evenings and weekends)

Best practices:

• Include a clear, compelling image that works well in Facebook's format
• Keep promotional posts brief with a clear call-to-action
• Respond quickly to all comments and questions
• Consider boosting posts in particularly valuable groups if allowed

Expected results: A well-crafted post in an active TTRPG Facebook group (5,000+ members) typically reaches 1,000-3,000 viewers with an engagement rate of 3-5%.

Channel: Paid Social Media Advertising

Why it's effective: Allows precise targeting of TTRPG enthusiasts beyond your current reach.

Step-by-step implementation:

1. Set up advertising accounts on key platforms:
   • Facebook/Instagram
   • Reddit
   • Twitter/X
2. Create custom audiences based on:
   • Website visitors (using pixel data)
   • Email list subscribers
   • Engagement with your content
3. Develop lookalike audiences based on your existing community
4. Create targeted ad sets with different creative approaches
5. Allocate budget strategically across the campaign timeline

Best practices:

• Start with small daily budgets ($10-20) and scale what works
• Test multiple images and headline variations
• Target specific interests: "tabletop RPGs," specific game systems, and related hobbies
• Include social proof in ad copy (funding percentage, backer count)

Expected results: Effective TTRPG ads typically achieve a cost-per-click of $0.50-1.50 and a conversion rate to backers of 3-8% depending on targeting precision.

Channel: BoardGameGeek/RPGGeek

Why it's effective: Reaches dedicated hobbyists who actively seek new games.

Step-by-step implementation:

1. Create a publisher account and verify your identity
2. Set up a game listing with complete information
3. Post in the crowdfunding forums following community guidelines
4. Consider banner advertising for increased visibility
5. Engage with forum discussions related to your game category

Best practices:

• Include high-quality images of any physical components
• Link to actual play videos or reviews if available
• Be transparent about game mechanics and influences
• Update your thread with campaign milestones

Expected results: A well-maintained BGG/RPGGeek presence typically drives 100-300 clicks per day during campaign with a conversion rate of 10-15% (higher than most channels due to audience quality).

Channel: Kickstarter Live Streams

Why it's effective: Creates direct engagement with potential backers and appears in Kickstarter notifications.

Step-by-step implementation:

1. Schedule weekly livestreams during your campaign
2. Plan varied content for each stream:
   • Designer Q&A
   • Live playtesting
   • Art showcase with creators
   • Special guest interviews
3. Promote streams in advance across all channels
4. Prepare visual aids and key talking points
5. Include exclusive announcements to drive attendance

Best practices:

• Keep streams to 30-60 minutes
• Have questions prepared in advance to avoid dead air
• Acknowledge new backers and thank existing ones
• Save streams for later viewing
• Have a second person monitoring chat if possible

Expected results: Live streams typically attract 50-200 concurrent viewers with 10-20% converting to backers if they weren't already.

Phase 4: Mid-Campaign Channel Strategy

Channel: Cross-Promotion with Other Campaigns

Why it's effective: Leverages the audience of similar campaigns without additional cost.

Step-by-step implementation:

1. Identify 5-10 complementary campaigns running concurrently
2. Reach out with specific cross-promotion ideas:
   • Update swaps
   • Social media mentions
   • Joint livestreams
3. Create a shared document with all promotional assets
4. Schedule promotions to benefit both campaigns
5. Track results to identify most effective partnerships

Best practices:

• Focus on non-competing games with audience overlap
• Offer clear value to the other campaign
• Make participation as easy as possible with prepared assets
• Express genuine enthusiasm for their project

Expected results: Cross-promotions typically drive 50-300 visitors per partnership with conversion rates of 2-5%.

Channel: Actual Play Content

Why it's effective: Shows your game in action, addressing the key question of "how does it play?"

Step-by-step implementation:

1. Plan 2-3 actual play sessions during your campaign
2. Recruit diverse players including some recognizable names if possible
3. Focus each session on different aspects of your game
4. Edit highlights into shareable clips
5. Distribute across multiple platforms:
   • YouTube (full sessions)
   • TikTok/Instagram (highlights)
   • Podcast feed (audio version)

Best practices:

• Keep full sessions under 2 hours
• Create a professional intro with campaign information
• Include timestamps for key moments
• Add captions for accessibility
• Feature character creation in at least one session

Expected results: Actual play content typically drives 500-2,000 views with a conversion rate of 1-3% to campaign page visits.

Phase 5: Final Push Channel Strategy

Channel: Retargeting Campaigns

Why it's effective: Re-engages people who showed interest but haven't backed yet.

Step-by-step implementation:

1. Set up pixel tracking on your campaign page (via custom HTML)
2. Create audience segments based on page visits without backing
3. Develop "last chance" creative assets
4. Increase budget allocation for the final 48-72 hours
5. Create urgency-focused messaging

Best practices:

• Highlight stretch goals achieved since their last visit
• Focus on limited-time bonuses or Kickstarter exclusives
• Use countdown language ("Only 48 hours left")
• Address common hesitations directly

Expected results: Well-executed retargeting typically achieves click-through rates of 4-7% with conversion to backing at 10-15%.

Channel: Email - Final Countdown

Why it's effective: Creates urgency among your warmest prospects.

Step-by-step implementation:

1. Segment your email list into:
   • Non-openers from previous emails
   • Openers who didn't click
   • Clickers who didn't back
   • Current backers (for referral requests)
2. Create tailored messages for each segment
3. Schedule countdown emails:
   • 72 hours remaining
   • 48 hours remaining
   • 24 hours remaining
   • Final hours (4-6 hours left)
4. Highlight total achievements and remaining stretch goals
5. Include social sharing requests in all emails

Best practices:

• Use countdown timers in email body when possible
• Keep emails concise with prominent call-to-action
• Test different subject lines for urgency
• Send final reminder from the designer/creator personally

Expected results: Final countdown emails typically achieve 45-60% open rates with conversion to backing at 5-10% of non-backers.

Channel Effectiveness Matrix

Resource Allocation Guidelines

For a typical TTRPG Kickstarter campaign with a modest marketing budget ($1,000-3,000), here's the recommended allocation:

Time Allocation (Based on 20 hours/week for marketing)

• Pre-Launch (3-6 months):
  • Community building: 50%
  • Content creation: 30%
  • Platform setup: 20%
• Launch Week:
  • Engagement/responses: 40%
  • Content creator coordination: 30%
  • Social media management: 30%
• Mid-Campaign:
  • New content creation: 40%
  • Community engagement: 40%
  • Partnership management: 20%
• Final Push:
  • Urgency messaging: 40%
  • Direct outreach: 40%
  • Analytics and targeting: 20%

Budget Allocation

• Pre-Launch: 20% of total budget
  • Website hosting and tools: 10%
  • Initial content creation: 10%
• Launch Week: 30% of total budget
  • Initial ad spend: 20%
  • Content creator compensation: 10%
• Mid-Campaign: 20% of total budget
  • Continued ad spend: 10%
  • Actual play production: 10%
• Final Push: 30% of total budget
  • Retargeting campaigns: 20%
  • Final promotional pushes: 10%

TTRPG-Specific Channel Considerations

Visual Design for TTRPG Marketing

• Character art performs better than logo/brand images across all channels
• Rules previews should be visually designed, not just text screenshots
• Dice and physical components drive higher engagement on Instagram/TikTok
• Designer faces build trust and should be included in some marketing assets

Content Types by Channel

• Discord: Rules discussions, character concepts, development logs
• Reddit: Design insights, mechanics innovations, playtest results
• Twitter/X: Art previews, short rules snippets, designer thoughts
• TikTok: Quick rules explanations, character showcases, physical component reveals
• YouTube: Actual plays, designer interviews, deep dive mechanics explanations
• Email: Behind-the-scenes content, exclusive previews, development challenges

Effective TTRPG Kickstarter marketing leverages multiple channels in a coordinated strategy that evolves throughout your campaign. The most successful campaigns prioritize:

1. Building authentic community connections before launching
2. Showing the game in action through actual play content
3. Creating channel-specific content rather than identical cross-posting
4. Focusing on platforms where TTRPG fans already gather
5. Allocating resources strategically across the campaign lifecycle

Good luck!